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If your ceiling fan is installed in a room with a high ceiling you still put the ceiling fan direction on clockwise or reverse motion in the winter although you should put the speed on medium or high. With higher ceilings it takes more than low speed to help re-circulate the warm air down to floor level.
If you have ceiling fans, they can help you maximize your air conditioning by lowering the temperature. However, that will only work if you have the fan going in the right direction. In the summer, you want the fan to go in a counterclockwise direction, also known as the forward direction. This helps drive air down toward the room's occupants. As the moving air hits the skin, it causes it to feel cooler than it really is.